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Where Brand Stories Come Alive

We write the kind of stuff people actually want to read. No corporate jargon. No empty promises. Just honest conversations about what makes brands sound like themselves.

Been doing this for a while now, and here's what we've learned: the best messaging doesn't feel like messaging at all. It's more like chatting with someone who gets what you're trying to say.

Brand messaging development workspace

What We're Thinking About

Some recent thoughts from our team about brand voice, messaging strategy, and the stuff that keeps us up at night.

February 2025 Brand voice development workshop

Why Most Brand Voices Sound the Same

Spent last month working with three different tech companies. All had the same problem – they sounded like everyone else in their space. Not because they weren't trying. Because they were following the same playbook everyone uses.

There's this weird assumption that certain industries have to sound a certain way. Financial services need to be "trustworthy and professional." Tech needs to be "innovative and forward-thinking." But when everyone in your category sounds identical, nobody stands out.

Soren Lindqvist
Soren Lindqvist February 14, 2025
January 2025 Content strategy meeting

The Bangkok Market Has Its Own Rules

Working with international brands entering the Thai market is always interesting. What works in Singapore or Hong Kong often falls flat here. Not because Thai audiences are fundamentally different, but because the context is.

We've seen companies try to translate their global messaging directly. Doesn't usually work. The rhythm of how people communicate here, the cultural references that land, even the way humor works – it's all specific to this place.

Dmitri Volkov
Dmitri Volkov January 28, 2025

What We Mean by "Authentic Voice"

People throw around "authentic" like it's simple. Just be yourself, right? But when you're a company with multiple stakeholders, legal requirements, and complex products, being yourself gets complicated fast.

Authentic doesn't mean casual or unprofessional. It means your messaging reflects who you actually are as an organization. Your values show up in how you talk. Your personality comes through even in the boring stuff.

And honestly? Sometimes discovering that authentic voice means realizing you need to change some things internally first. Can't fake it in your messaging if it's not real in your culture.

Soren Lindqvist
Soren Lindqvist January 12, 2025

Working Through the Details

This is where we get into the specifics of what we're learning as we help companies find their voice.

Current Projects Teaching Us Things

  • Professional Services Firm Rebrand

    They wanted to sound more approachable without losing credibility. Turns out that's about getting specific with examples instead of staying abstract. People trust you more when you show you understand their actual situation.

  • E-commerce Platform Messaging

    Started with pages of feature descriptions nobody read. Now they're telling stories about how sellers actually use the platform. Conversion rates went up because people could finally picture themselves using it.

  • Regional Expansion Content

    Working with a company expanding across Southeast Asia. Same product, but each market needs its own approach. Bangkok businesses care about different things than Manila businesses. We're learning to adapt without losing the core message.

  • Internal Communication Overhaul

    Sometimes the external stuff can't work until the internal messaging is sorted. This company had teams who didn't understand the strategy. How could customers? Fixed that first, then tackled customer-facing content.

Next Workshop Series

Running a series on voice development starting September 2025. Small groups, lots of hands-on work with your actual content. Limited spots.

Ask About Workshops

Newsletter Thing

We send out thoughts on messaging and brand voice once or twice a month. No spam, no sales pitches. Just what we're learning and thinking about.

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